Why marketers need to get better at marketing marketing

Reports all too often suggest the CMO role is obsolete but top marketers from RBS, Tesco, Birds Eye and Salesforce disagree, with RBS’s CMO David Wheldon saying “when marketers deliver, there is no problem”.

Salesforce’s vice-president of marketing in the UK and Ireland, Ashling Kearns, agreed that much of marketing’s lack of confidence is self-inflicted, pointing out she had never seen a report into the effectiveness of a CIO or chief commercial officer.

“We are the worst marketers of our own discipline and brand,” she stated. “Marketing is the only function that touches every other aspect within a company, has a true overview of the customer experience. It’s fairly unique.”